This document summarizes three innovative marketing campaigns for festivals in India: Citi Bank's #WhatsYourDiwaliDelight campaign focused on people away from family for work and allowed digital gifting. It achieved over 4 million video views and 260 million impressions. Sony LIV's #LIVThisDiwali campaign created an exclusive movie and Facebook app to send personalized greetings. The movie was widely viewed during Diwali week and the campaign increased followers by 1800. Shaadi.com's #FastForHer encouraged husbands to fast for their wives on Karva Chauth through a microsite to track pledges. It received over 6.24 million pledges and celebrity

1. Innovative Campaigns
October & November

2. Citi Bank

3. Citi Bank - #WhatsYourDiwaliDelight
Campaign type - Integrated
online and offline
Concept - The campaign
focused on individuals who
place festivals and family
high on their list but owing to
work commitment are
unable to make it home or
give loved ones the needed
time.

4. Citi Bank - #WhatsYourDiwaliDelight
Channels used: Offline medium tieups - Amazon, Snapdeal, Flipkart, Apple, Reliance
Digital, Shoppers Stop and MakeMyTrip. Online - To spread the campaign on social
media Citi launched two brand videos on YouTube, Facebook & Twitter.
Contest: Contest was around ‘Digital Gifting’ on social media. Users had to tag their
loved ones and share how they are planning to make their Diwali delightful.
Key achievements: In less than a week the videos gathered more than 4 million
views. Executed on both Twitter and Facebook, the campaign delivered more than 260
million impressions and achieved an enormous reach of more than 25 million. Due to
huge participation on Twitter #WhatsYourDiwaliDelight was constantly trending on top
in Twitter in India and even started trending globally on the final day.

5. Sony LIV

6. Sony LIV - #LIVThisDiwali
Campaign type - Facebook
app
Concept -SonyLIV created
an exclusive movie “Chhoti
Khushi” for Diwali, making it
the first ever OTT platform to
create content. The FB App
allowed people to share their
personalized greetings with
their family and loved ones.
The greeting could then be
posted on their Facebook and
Twitter profiles as well as
shared on the walls of who
the greeting was made for.

7. Sony LIV -#LIVThisDiwali
Channels used: Facebook, Youtube
Contest: Paid promotion
Key achievements: The “Chhoti Khushi” video went viral during the Diwali week
with it being one of the most viewed video during the Diwali period.They
received more than 500 tweets to their handle and more than 1100 retweets on
their tweets.325+ personalized greetings sent to their loved ones wishing a
very auspicious Diwali.On Twitter, Sony LIV’s follower base increased by 1800
during the campaign.

8. Shaadi.com - #FastForHer
Campaign type - Microsite -
http://www.fastforher.com/
Concept -The brand has
launched its 2016 Karva
Chauth campaign that’s
calling upon husbands to fast
for their wives too! A
dedicated website has been
created for the campaign
which is basically keeping a
track of the conversations
and the number of fasting
pledges taken by men

9. Shaadi.com - #FastForHer
Channels used - Microsite - http://www.fastforher.com/
Contest - A week prior to the festival, the brand had been sending out teasers on
its social media pages. This was followed by fun illustrations and puns about food
and love, announcing the #FastForHer contest. Couples have been invited to
share their selfie/video for a chance to win a bunch of prizes.
Key achievements - The counter shows more than 6.24 million pledges
taken.Celebrity husbands took the pledge to fast for their wives while tagging their
friends on social media to do the same and carry on the chain.

10. Shaadi.com - #FastForHer
Channels used - Microsite - http://www.fastforher.com/
Contest - A week prior to the festival, the brand had been sending out teasers on
its social media pages. This was followed by fun illustrations and puns about food
and love, announcing the #FastForHer contest. Couples have been invited to
share their selfie/video for a chance to win a bunch of prizes.
Key achievements - The counter shows more than 6.24 million pledges
taken.Celebrity husbands took the pledge to fast for their wives while tagging their
friends on social media to do the same and carry on the chain.